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Clients
Reveal Their Most Creative Efforts of the Year
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Photo District
News, December 9, 2008
By Rachel Hulin
Yes, even in bad economic times, there's room for creative risk-taking
and innovation. We continue this month's Create feature online by
asking more ad agency creatives and magazine photo editors to describe
the undertaking their most proud of this year. Many shared their
thoughts on how to stay creative and innovative in times of uncertainty.
Jenny A. Myers
Associate Creative Director
Drake Cooper
The identity work we did for Northstar Bicycle Couriers braved the
battleground of many brainstorming sessions and arrived, on the other
side, with all limbs intact. We wanted the photography to capture the
many virtues of the bicycle courier business (rule bending, street
speed, efficiency at all costs, enviro-loving attitudes)… we gave rise
to some mud-splattered, spandex-wearing saviors, always ready to swoop
in, speed through alleyways on a two-wheeled, white steed, and deliver
your package in safety to its heavenly destination. …We were committed
to finding a creative solution that could…transform two hard-working,
regular guys into saints.
We paid meticulous attention to the materials we were using. North Star
has a green ethos and we wanted to represent that and carry it
throughout the entire production as much as possible. Almost all of the
materials were found, borrowed from bike shops or purchased from a
metal scrap yard. [We] enlisted the services of Greg Simms from
Tri-digital Group to shoot the project. Greg is great to work with; his
energy and enthusiasm is contagious.
I love to push the creative envelope. Innovative work is the driving
force behind this profession. I think there are two key components of
creating work that challenges creative boundaries. The first,
obviously, is to come up with something original. The second is to sell
the idea to the client. Getting buy-in from the client can be difficult
at times. Different industries and clients pose different challenges.
I think clients want to be open to new and interesting ideas but are
scared of taking risks, especially in today’s economy. However, I
really feel that it is more risky to stay stagnant and pick the safe
choice. The key to advertising success is differentiation.
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